‘Suicide Squad’ Pulls a ‘Pottermore,’ Launches Viral Marketing Website
Viral marketing is a pretty hit or miss business. Hollywood’s current king of viral campaigns, Ridley Scott, has lured audiences to his films by putting out video campaigns before his movies — before Prometheus, he released a few “ads” for Michael Fassbender’s David android, and ahead of The Martian’s premiere last year Scott’s team created a YouTube channel full of video diaries from the crew of the Ares III. Viral campaigns are designed to tease out interest in their films by providing the future audience with little bits and pieces of what they’ll see when they make it to the theater. The latest campaign, strangely enough, comes from Suicide Squad, which launched an odd little website today designed to let fans of the film click around “classified” documents and hunt for clues about the DC cinematic universe.
Only, there’s not much to see. Yet.
The website, http://www.argus-gov.com/, looks like the background of a desktop computer, with the A.R.G.U.S. insignia right in the middle. A.R.G.U.S., if you recall, is the government agency headed by Amanda Waller that is responsible for gathering the Suicide Squad together.
When you click on the little “ARGUS_SECURE” pyramid in the top right corner, a window opens up with a bunch of folders, only one of which, at the moment, you can open. The “TASKFORCE_X” folder contains files on the members of the Squad, but you can’t access any information. There’s another folder labeled “METAHUMANS” that no doubt includes the files on the future Justice League members that Bruce Wayne obtains from Waller in that mid-credits scene (that he... already had? in Batman v. Superman?).
The only file you can open is the one labeled “JOKER,” and all that one has is a bunch of redacted information and his nickname, the “Clown Prince of Crime.”
Suicide Squad will be available digitally on November 15, and comes to video store shelves on DVD and Blu-ray December 13.